You know and love The Association 100 newsletter– your go to place for 100-word updates, news and helpful tips from experts within the association industry. The A100 podcast takes these topics beyond 100 words, allowing association leaders and experts to take a deeper dive into the issues they care about.
To kick off 2023, OnWrd & UpWrd’s Meghan Henning was joined by Jamie Tiralla, Director of Strategic Communications, and Jesse Levine, Senior Director of Energy and Environmental Policy, from the American Forest and Paper Association. Together, Jamie and Jesse combine their experiences and expertise together to give you an episode packed full of information about the relationship between sustainability and communication.
The American Forest and Paper Association, or AF&PA, represents U.S. pulp and paper manufactures… the individuals who make all of the essential paper products we use every single day, from paper towels to pizza boxes. Jesse is an environmental lawyer, and having worked in trade associations for over 8 years now, he knows the value behind advocating for the issues that impact your members most. As the expert on all things communication, Jamie works closely with Jesse on the organization’s sustainability program, and has enjoyed connecting her background in agriculture to the work she’s currently doing to highlight the role that paper plays in communities across the country.
The two begin by sharing more information on their recent sustainability initiative and campaign, titled Better Practices, Better Planet 2030. The campaign includes 5 key sustainability goals, representing a shift from traditional data that you might think of for environmental health and safety to more of a focus on the proactive work their members are doing to move the needle on sustainability. Jesse then walks through the process of creating this extensive 8 year plan, and Jamie shares what it was like to see how communication has evolved as she examined the association’s past sustainability goals and campaigns. She discusses how her current campaign communications efforts blend together traditional and digital methods so she can best reach their members.
Jesse and Jamie then provide insights on the importance of associations establishing sustainability goals, and communicating these goals to everyone from members and stakeholders to policy makers and consumers. They go on to describe the storytelling aspect and message building that comes into play when creating a sustainability campaign. And of course, the two share how no successful campaign would be complete without an award– theirs being the Sustainability Awards Programs.
From start to finish, this episode walks you through what it takes to create a compelling and focused campaign that your members will care about. You’ll gain a deeper understanding of what sustainability looks like in the 21st century, and how sustainability initiatives will impact your association.
